2015 Ticketing Software Satisfaction Survey

Arts Management & Technology Laboratory 2015 Ticketing Software Satisfaction Survey Dr. Brett Ashley Crawford, Danielle Gewurz, Stewart Urist, Kristen Sorek West, Christine Sajewski June 2015 A Research Center of 1

TABLE OF CONTENTS Chapter 1: Executive Summary 5 Chart 1.1: Average Satisfaction Higher Among Those Using More Software Features 5 Chapter 2: Geographic Analysis 8 Chart 2.1: Usage of Membership and Donation Higher in Urban Areas 9 Chart 2.2: Higher Usage of Features Occurs Among Urban Organizations 9 Chart 2.3: Only Slight Differences Exist in Satisfaction 10 Chart 2.4: Excepting Subscriptions, Orgs Show Similar Satisfaction Levels Across Features 10 Chart 2.5: Subscriptions/Packages More Positively Viewed by Urban Orgs 11 Chart 2.6: Urban Organizations See Higher Importance for Certain Features 11 Chart 2.7: Barcoding More Important in Urban Areas 12 Chart 2.8: Importance of At-Home Printing by Urban 12 Chart 2.9: Regional Distribution of Survey Respondents 13 Chart 2.10: Across Regions, Use of Seating Features Shows Few Differences 14 Chart 2.11: Shared Service Use Varies by Region 15 Chart 2.12: Satisfaction Varies by Region 15 Chart 2.13: Satisfaction with Vendor Support Varies by Region 16 Chart 2.14: Satisfaction in Reserved Seating and Group Sales Varies by Region 16 Chart 2.15: Satisfaction of Membership and Automated Reports Varies by Region 17 Chart 2.16: Satisfaction of Features Greatly Differs by Region 18 Chart 2.17: Satisfaction with At-Home Printing by Region 18 Chart 2.18: Importance of Mail-In or Fax Purchases Varies by Region 19 Chart 2.19: Importance of Mail-In or Fax Purchases by Region 19 Chart 2.20: Organizations in Canada Report Lower Usage of Advanced Technologies 20 Chart 2.21: Organizations in Canada Report Lower Importance for Certain Features 20 Chapter 3: Artistic Discipline 20 Chart 3.1: Breakdown of Discipline Groups 22 Chart 3.2: Few Differences in Feature Usage Across Disciplines 23 Chart 3.3: Overall Satisfaction Levels by Discipline 24 Chart 3.4: High Overall Satisfaction for Seating Features Across Disciplines 24 Chart 3.5: Performing Organizations More Likely to See Groups Sales as Very Important 25 Chart 3.6: Performing Organizations More Likely to See Mail-In/Fax Purchases as Very Important 25 2

Chart 3.7: Music Organizations Have Highest Usage of Mail-In or Fax Purchases 26 Chart 3.8: Usage of Shared Services Varies Among Disciplines 27 Chart 3.9: Usage of Automated Sales Reports Varies Among Disciplines 27 Chart 3.10: Usage of Barcoding Varies Among Disciplines 28 Chart 3.11: Satisfaction with Features Shows Some Variance Among Disciplines 28 Chart 3.12: Satisfaction with Subscriptions/Packages Varies Among Disciplines 29 Chart 3.13: Satisfaction with Membership Features Varies Among Disciplines 29 Chart 3.14: Satisfaction with Membership Varies Among Disciplines 30 Chart 3.15: Small Differences Exist in Satisfaction with Refunds 30 Chart 3.16: Slight Differences Exist Among Importance of Features 31 Chart 3.17: Importance Ratings Vary for Mail-In/Fax and Mobile Purchases 31 Chart 3.18: Importance of Mail-in or Fax Purchases 32 Chart 3.19: Importance of Mobile Purchases 32 Chart 3.20: Importance of Features Varies by Individual Discipline 33 Chart 3.21: Comparison of Importance of Barcoding 33 Chapter 4: Budget Size 35 Chart 4.1: Volunteers Use Software at Nearly Half of Low-Budget Organizations 36 Chart 4.2: Use and Importance of Mail-in and Fax, and Mobile, Ticketing Functions. 38 Chart 4.3: Use of a Ticketing System For Development, Membership, and CRM Functions Across Budget Size 40 Chart 4.4: Combined Satisfaction and Dissatisfaction of a Ticketing System s Customized Reporting Feature 41 Chart 4.5: Use and Satisfaction of Automated Sales Reports by Organization Size 41 Chart 4.6: Organizational Satisfaction Rates of Reserved Seating Ticketing Functions 42 Chart 4.7: Somewhat and Very Important Ratings of General Admission Functionality by Size 43 Chart 4.8: Importance of Subscription/Packages by Size 44 Chart 4.9: Importance of Group Sales by Size 44 Chart 4.10: Use of Subscription/Packages and Group Sales by Size 45 Chart 4.11: Dissatisfaction With Individual Admission, Subscription/Packages, and Group Sales by Organization Size 45 Chart 4.12: Satisfaction Rates of Individual Admission Ticketing Functions by Organization Size 46 Chart 4.13: Dissatisfaction and Neutral Satisfaction Rates of Seat Mapping 47 3

Chart 4.14: Combined Dissatisfaction and Neutral Satisfaction Rates of Exchanges 48 Chart 4.15: Importance of Ticket Forgery Prevention Features by Size 49 Chart 4.16: Importance of Barcoding Features by Size 50 Chapter 5: Mobile Technology 50 Chart 5.1: Ticket Sales by Purchasing Method 52 Chart 5.2: Majority of Orgs Have App or Mobile Site for Purchases 53 Chart 5.3: Mobile Ticket Sales 54 Chart 5.4: How Important it is For a Ticketing System to Support Mobile Purchasing 55 Chart 5.5: Availability of Mobile Purchase Tracking Capabilities 55 Chart 5.6: Frequency of Testing the User Experience of Mobile Ticketing in Low and Low-Mid Budget Organizations 56 Chart 5.7: Frequency of Testing the User Experience of Mobile Ticketing in All Budget Categories 57 Chapter 6: The Future 59 Table 6.1: Ticketing System Features and Functions Needing the Most Alteration 59 Table 6.2: Top Feature Needs by Budget Size 61 Chapter 7: Methodology and Future Research 63 Appendix I: Ticketing System Selection Considerations 66 Appendix II: Software Systems Included in This Survey 75 Appendix III: Survey Instrument and Topline 78 4

CHAPTER 1 EXECUTIVE SUMMARY The 2015 Ticketing Software Survey was the 3 rd iteration in 6 years (2009, 2011 prior). In this version we expanded our questions to get a clearer sense of not only what system features are used by arts organizations, but also what levels of satisfaction and importance are attached to each feature. Over 1,000 people opened the survey with 802 qualified respondents. Overall, respondents using more software features indicated higher average levels of satisfaction with the features they used. Those who reported Chart 1.1: Average Satisfaction Higher Among Those Using More Software Features Average satisfaction levels by feature use 4.19 using 10-14 different features had average satisfaction scores 3.98 4.01 of 4.19 (5 being very satisfied) while for those who use 7 or 3.71 fewer features, average satisfaction scores were 3.71. The average score overall was 4.01 for all respondents. Respondents who worked in an IT position reported slightly 1-7 8-9 10-14 Average Groups show number of features respondent indicated they used in their software. 5 = Very Satisfied, 1= Very Dissatisfied higher average satisfaction than those who worked in marketing, box office, or finance positions. The most encouraging news for the field is that, on the whole, ticketing software systems have improved over time and the vast majority of users reported being satisfied with many features of their systems. Furthermore, 89% noted using one 5

system for both sales and donor management, making customer relations increasingly seamless. Still, there are notable differences in use, satisfaction and ratings of feature importance depending on an organization s operating budget and local population density. The report gathered information distinguishing 6 disciplines: theatre, dance, music, visual arts, and multi-discipline. Data revealed that the users of ticketing software across discipline identifications are more homologous than perhaps one might assume. That being said, when researchers moved through deeper analysis, a few broad discipline trends appeared. What might surprise many readers is the industry-wide low-level of mobile ticket sales. While mobile marketing may be skyrocketing, audiences are rarely clicking to buy on their mobile devices even though the majority of arts organizations have access to, or have implemented, apps or mobile-friendly web interfaces. Low mobile transactions leave the web as a primary point of sale. Phone, mail and even faxes are still significant players in the moment of transaction. The following report provides an in depth analysis from over 802 completed surveys from a variety of perspectives. Chapter 2 details geographic distribution with analysis by region as well as a comparison between urban and rural organizations. Chapter 3 dissects organizations by discipline, budget size, and mobile. Chapter 4 reveals how budgets affect usage, satisfaction and perceived importance of software features. Chapter 5 provides the reader with a thorough analysis of the importance of, if not use of, mobile transactions. Chapter 6 offers a view to the perceived needs for the systems of the future. Thoughts on the future came from the survey s open-ended questions and AMT Lab endeavors to provide context and specifics for both users and vendors contemplation. The study concludes with the survey s methodology, future research 6

opportunities and a guide for those considering purchasing or making a change in their ticketing system. 7

CHAPTER 2 GEOGRAPHIC ANALYSIS The survey results provided a broad data set from across the USA and Canada. Urban versus suburban/rural results revealed the greatest differences. Regionally, in fact, there seemed to be little difference in usage, satisfaction and importance of features within the US with a more significant difference between the US and Canada, as noted in the last half of this chapter. Comparison by Urban Area Arts organizations have different systems and strategies for serving audiences depending on whether they are located in a city or rural area. For example, according to a recent study from the National Endowment for the Arts, residents in metropolitan areas are more likely to attend arts performances and consume art by mobile technology. 1 For this research, we defined an urban area as a five mile radius around a major city in the US with a population greater than 200,000. Areas outside of this region are considered suburban or rural. 2 Findings suggest multiple significant differences in feature satisfaction and importance rankings. Development functions are particularly important to urban organizations, as evidenced by membership and donation features being used by 13 to 15 percent more organizations than in suburban/rural areas. Urban organizations also showed statistically higher rates of usage for both customized and automated sales reports. 1 National Endowment for the Arts. A Decade of Arts Engagement: Findings from the Survey of Public Participation in the Arts, 2002-2012. Washington: January 2015. 2 Locations are included for organizations reporting an address. This analysis excludes organizations in Canada. The sample size for the two group are as follows: Urban n=172, Suburban/Rural n=250 8

Chart 2.1: Usage of Membership and Donation Higher in Urban Areas % who use each feature in their ticketing system 82 82 95 92 93 81 88 67 Membership Donations Customized sales reports Automated sales reports Suburban/Rural Urban Q27. There are also very significant differences in Chart 2.2: Higher Usage of Features Occurs Among Urban Organizations usage of technical features, with urban organizations using barcoding at a 27-34 24 51 78 95 90 95 96 97 98 97 89 46 67 percentage point higher rate and at-home printing at a 21-point Ticket Barcoding Forgery Prevention Seat mapping Refunds Exhanges Ticket printing (by org.) At-home printing higher rate. Additionally Suburban/Rural Urban there is a 10-point difference in usage of Q28. ticket forgery prevention features. 9

Organizations in both urban and Chart 2.3: Only Slight Differences Exist in Satisfaction suburban/rural areas are equally satisfied across most ticketing software 62 62 70 69 60 65 62 65 61 52 features. Urban organizations were slightly more satisfied with the level of Ease of use Vendor support System updates Level of customization Value for the price customization in their Suburban/Rural Urban systems. Q31. There is also a difference in Chart 2.4: Excepting Subscriptions, Orgs Show Similar Satisfaction Levels Across Features satisfaction with subscriptions/ packages, again with 86 88 87 88 89 88 64 78 75 79 urban organizations showing a 14-point higher satisfaction rate. Reserved seating General admission Individual admissions Subscriptions/ packages Group sales Suburban/Rural Urban Q32, Q33. 10

Fewer suburban/rural Chart 2.5: Subscriptions/Packages More Positively Viewed by Urban Orgs respondents said they were satisfied or very satisfied with Urban 48 30 9 7 33 Very satisfied Satisfied Both satisfied and dissatisfied Dissatisfied subscriptions / Very dissatisfied packages Suburban/Rural 37 27 23 8 23 Don't Know compared to the Urban respondents. The Q33. difference did not result in increased dissatisfaction ratings, but rather more respondents selecting the ambivalent both satisfied and dissatisfied response. Ratings of feature importance proved to be an imperfect predictor of usage. Interestingly, there were smaller gaps in what urban and suburban/rural organizations viewed as important than what Chart 2.6: Urban Organizations See Higher Importance for Certain Features 42 % reporting each feature as very important 50 58 73 91 87 89 81 93 90 93 93 60 71 features they actually used, suggesting as least some unified thinking in this regard. Ticket forgery Ticket Forgery Prevention Barcoding Seat mapping Refunds Exhanges Ticket printing (by org.) Suburban/Rural Urban At-home printing prevention has a small 8- percentage point Q31. 11

difference, compared to the 10-point difference in usage. Barcoding has a 15- percentage point difference in importance rankings and a 28 percent difference in usage. And at-home printing has an 11-percentage point difference in importance and a 21-point difference in usage. The following charts further compare these last two features. Looking at barcoding, only 1 percent of urban respondents see this as not very important, while 73 percent rate Chart 2.7: Barcoding More Important in Urban Areas Very important Urban 73 22 14 Somewhat important Not very important Suburban/Rural 58 24 1034 Not at all important Don't Know Q33. it as very important. Many suburban/ rural organizations also rate this feature as very important, but a significantly higher number rate it as not very important or not at all important. With at home printing, there is Chart 2.8: Importance of At-Home Printing by Urban also a significant number of Urban 71 24 30 2 Very important suburban/rural organizations who feel this feature is not very important Suburban/Rural 60 27 10 21 Somewhat important Not very important Not at all important Don't Know or not important at all. Q33. 12

Conclusion There are interesting differences comparing ticketing software features between urban and suburban/rural organizations. Usage of features including barcoding, ticket forgery prevention, and at-home printing is higher among urban areas. These features also have higher ratings of very important among urban organizations, though the rating gap is narrower than the usage gap. Additionally, urban organizations have higher usage of membership and donation features. While organizations are similarly satisfied across most features, suburban/ rural organizations have lower satisfaction for subscriptions/packages and the level of customization. In the future, qualitative research into the nature of the differences in the needs between urban and suburban/rural organizations would be a promising route. Comparison by Region Our surveyed organizations were equally distributed across the United States with a smaller cohort located in Canada, as depicted in the following graphic. We have hypothesized that arts organizations may have distinct perspectives on software features and satisfaction depending on their regional location, perhaps relating to differing audience wants and needs. Chart 2.9: Regional Distribution of Survey Respondents 116 133 143 164 117 Regional distribution shows counts, not percentages. 13

Survey results for organizations in the U.S. suggest some geographic differences in usage and importance of particular features; however, contrary to the hypothesis, many features were ranked equally across the county. There were multiple important and very significant differences within the satisfaction of these features depending on the region. Overall regional differences were most notable in features addressing shared services, vendor support satisfaction, membership and ticket forgery prevention. The survey also had several respondents located in Canada. There were multiple large differences in the usage of particular features between organizations in the U.S. and in Canada. However, over 60 percent of Canadian respondents use Arts Management Systems, and it is likely that these variances are more representative of the software than differences in audience preference. Across regions, feature use is very Chart 2.10: Across Regions, Use of Seating Features Shows Few Differences similar. This suggests that usage of ticketing software has become very 98 95 94 96 93 99 98 92 93 94 100 100 93 93 93 89 92 92 95 95 homogenous across the county Reserved seating General admission Individual admissions Subscriptions/ packages Group sales with equal usage Northeast Midwest South West of various features. Q19, Q20. 14

However, in usage of shared services, regional differences emerge. Compared to other areas of the country, organizations located in the West have a significantly lower usage Chart 2.11: Shared Service Use Varies by Region 22 24 22 13 28 24 21 13 27 33 27 21 Shared website Group call center Shared box office Northeast Midwest South West Q26. of shared websites, group call centers, and shared box offices. There are several notable differences in satisfaction across regions. Chart 2.12 shows much higher satisfaction rates among organizations in the Midwest for both vendor support and value. Chart 2.12: Satisfaction Varies by Region 82 63 63 65 68 58 60 59 63 57 58 57 60 58 52 53 70 63 58 53 Ease of use Vendor support System updates Level of customization Value for the price Northeast Midwest South West Q31. Percent saying they are satisfied or very satisfied with each. Chart 2.13 looks more closely at vendor support. The strongest difference between the regions occurs in the satisfied and dissatisfied categories, with Midwestern organizations having significantly higher overall satisfaction rates. 15

Chart 2.13: Satisfaction with Vendor Support Varies by Region West 39 26 18 6 4 7 South 34 25 15 9 7 10 Midwest 47 35 9 4 2 4 Northeast 41 22 17 9 3 9 Very satisfied Both satisfied and dissatisfied Very dissatisfied Satisfied Dissatisfied Don't Know Q31. Based on those who use each feature. There are also significant Chart 2.14: Satisfaction in Reserved Seating and Group Sales Varies by Region differences in satisfaction with reserved seating 93 88 90 93 89 89 85 81 81 82 84 81 71 73 70 62 82 75 69 69 and group sales. Organizations in the Midwest show higher satisfaction with reserved Reserved seating General admission Individual admissions Subscriptions/ packages Group sales seating, but lower Northeast Midwest South West satisfaction with group sales. Q32, Q33. Based on those who use each feature. Figures combine those saying they are satisfied or very satisfied. Organizations in the West report significantly higher satisfaction with group sales systems compared to other regions. 16

Chart 2.15 shows the significant Chart 2.15: Satisfaction of Membership and Automated Reports Varies by Region difference in satisfaction with membership and donation features. 74 66 68 68 63 66 68 60 64 67 70 59 61 60 62 51 Organizations in the Midwest have significantly lower Membership Donations Customized sales reports Automated sales reports satisfaction in both of these areas, especially Northeast Midwest South West Q35. Based on those who use each feature. Figures combine those saying they are satisfied or very satisfied. compared to organizations in the neighboring West. There are very significant differences in satisfaction with ticket forgery prevention, seat mapping, and at-home printing, with different regions being more strongly satisfied with each feature. Organizations in the Midwest are significantly more satisfied with ticket forgery prevention at 83 percent satisfied or very satisfied. Organizations in the West are more satisfied with at-home printing with a nearly 15-percentage point difference from the other regions. While organizations report the same usage of these features, the differences in satisfaction suggest variances in expectations of the quality associated with these features. These differences may also indicate that organizations in these regions use these features more frequently. 17

Chart 2.16: Satisfaction of Features Greatly Differs by Region 73 83 81 86 71 67 85 85 81 71 73 79 Ticket Forgery Prevention Barcoding Seat mapping 85 81 76 83 81 79 77 80 81 83 83 84 81 67 69 67 Refunds Exhanges Ticket printing (by org.) At-home printing Northeast Midwest South West Q35. Based on those who use each feature. Chart 2.17 compares at- Chart 2.17: Satisfaction with At-Home Printing by Region home printing. West 28 53 14 121 Organizations South 30 37 17 10 2 5 in the west have a nearly Midwest Northeast 42 35 27 32 18 19 4 31 4 7 9 20- Very satisfied Satisfied percentage Both satisfied and dissatisfied Dissatisfied point Very dissatisfied Don't Know difference in Q35. Based on those who use each feature. satisfaction compared to the other regions. Satisfaction rates in the South are similar to the Midwest and Northeast, but they have a much higher dissatisfaction rate. As there are no reported differences in usage, this may indicate which regions have higher expectations for this feature. 18

As seen with usage of Chart 2.18: Importance of Mail-In or Fax Purchases Varies by Region features, organizations 95 95 97 97 95 98 97 93 95 10099 89 90 90 87 79 across the different regions share 59 57 49 41 equal perspectives on which On-site purchases Mail-in or fax puchases Phone purchases Website purchases Mobile purchases features are Northeast Midwest South West very Q42. important. There is a notable difference in mail-in or fax purchases with more organizations in the West and South viewing these features as very important. Mobile purchases were perceived as significantly less important in the Midwest than other regions. While more organizations in the Chart 2.19: Importance of Mail-In or Fax Purchases by Region west and South consider mail-or fax West 57 28 9 4 2 purchase features very South 59 17 18 5 2 important, 31 percent Midwest 49 31 15 42 of organizations in the Northeast 41 37 16 5 1 Midwest and 37 percent of Very important Not very important Somewhat important Not at all important organizations in the Don t Know Northeast consider these somewhat Q42. important. Very few organizations in any of the regions feel this is not at all important. 19

important than those who currently use these features. Organizations in Canada have lower importance ratings for mobile purchases and mail-in or fax purchases than organizations in most U.S. regions. Conclusion It is important for software providers to understand that opinions and satisfaction may differ depending on where the organization is located in the US. While use of certain features and perspectives on what is important may be similar, expectations about the quality clearly differ. The largest differences in usage occur in shared services which are generally lower in the West and higher in the Midwest. Organizations in the South and West rate mail-in or fax purchases as more important, while organizations in the Northeast, South, and West have higher rates considering mobile purchases as very important. The most significant differences in satisfaction often occurred in the Midwest, which had higher satisfaction for vendor support, reserved seating, automated sales reports, and ticket forgery prevention. Organizations in the West had higher satisfaction with group sales and at-home printing features. Organizations in South and Northeast had lower satisfaction with the value for the price, and organizations in the Midwest had lower satisfaction with membership. Future research might attempt to understand these satisfaction differences, perhaps by comparing which ticketing service providers serve certain regions and if this has an influence. Looking towards Canada, there are significant differences in the usage of features and which features are considered very important. However, due to the somewhat homogenous sample of survey respondents, this is likely reflective of the ticketing software that over 60% used. 21

CHAPTER 3 ARTISTIC DISCIPLINE Arts organizations are uniquely defined by their discipline, particularly when comparing performing arts focused organizations to visual arts or multi-disciplinary organizations. Since there are expected audience and service differences across disciplines, we grouped organizations into the following two segments: 1. Those focused on the performing arts including dance, music, theatre, opera, and multi-performing companies, and 2. Those incorporating aspects outside of or in addition to performing arts including multi-disciplinary, visual arts, and other companies such as museums. 3 Chart 3.1: Breakdown of Discipline Groups Performing Arts Focused Not Performing Focused 45 4 17 1 3 27 2 2 Dance Music Multi- Performing Opera Theatre Multi- Visual Arts Disciplinary Other Q49. Comparison by Discipline Group Results of the research suggest that on a broad perspective, organizations of all disciplines are using the same features and are equally satisfied with their ticketing software systems, though some unique differences exist in what features different disciplines deem important. Furthermore, comparing specific disciplines suggests 3 Sample sizes for the two groups are as follows: Performing Focused n=420 and Multi- Discipline/Visual/Other n=197 22

additional differences in what features are used and what are considered important, with music often presenting as a discipline with different needs and values. Chart 3.2 displays a comparison in the usage rates Chart 3.2: Few Differences in Feature Usage Across Disciplines between these two groups. There are no significant 96 95 98 99 99 92 92 96 86 89 differences in usage between the two groups for nearly all of the features included in the survey. Reserved seating General admission Individual admissions Subscriptions/ packages Group sales There is a slight difference in usage of mail-in or fax 97 Performing Focused 100 90 81 Multi-Discipline/ Visual/ Other 100 100 95 97 purchases, such that performing arts focused groups report usage nine percentage points higher than the second group. On-site purchases Mail-in or fax puchases Performing Focused Phone purchases Website purchases Multi-Discipline/ Visual/ Other There are no significant Q19, Q20. Percent who reported using each feature. differences in satisfaction between the two discipline groups. Any slight differences that occur are generally fluctuation between the satisfied and very satisfied categories, with net satisfaction, displayed in the charts 3.3 and 3.4, showing little variation across these discipline groups. 23

Chart 3.3: Overall Satisfaction Levels by Discipline 58 57 67 68 58 61 54 51 60 61 Ease of use Vendor support System updates Level of Value for the customization price Performing Focused Multi-Discipline/ Visual/ Other Q31. Percent satisfied or very satisfied with each aspect of their software. Chart 3.4: High Overall Satisfaction for Seating Features Across Disciplines 86 87 89 82 84 88 69 64 75 72 Reserved seating General admission Individual admissions Subscriptions/ packages Group sales Performing Focused Multi-Discipline/ Visual/ Other Q32, Q33. Percent satisfied or very satisfied with each aspect of their software. 24

When asked to identify features that are important Chart 3.5: Performing Organizations More Likely to See Groups Sales as Very Important in a ticketing system, members of all disciplines 98 92 91 87 100 99 93 86 89 80 generally agreed. There is a small difference of nine percentage points in group sales with performing arts focused organizations seeing this factor as more important. Usage rates did not differ among Reserved seating General admission Performing Focused Q39, Q40. Percent reporting each feature as very important. disciplines, and both groups rank this feature very highly. Individual admissions Subscriptions/ packages Multi-Discipline/ Visual/ Other Group sales As discussed earlier, there is a small difference Chart 3.6: Performing Organizations More Likely to See Mail-In/Fax Purchases as Very Important between the two groups with regard to use of mail- 96 98 96 99 98 90 89 83 in or fax purchases. This trend was repeated with 53 44 performing focused organizations seeing these features as more important compared to other On-site purchases Mail-in or fax puchases Performing Focused Phone purchases Website purchases Mobile purchases Multi-Discipline/ Visual/ Other organizations. Again, there is a nine-percentage point difference. Q41. Percent reporting each feature as very important. 25

Comparison by Discipline There are sufficient respondents in three disciplines, music, theatre, and multidisciplinary, to investigate them individually. In doing so, there are several more notable differences between these individual categories than the earlier two-way grouping. 4 As in the earlier analysis, reported use of mail-in or fax purchases features in the ticketing system differs, particularly between music and multi-disciplinary organizations. Music organizations draw an older audience on average that may be more inclined to order by mail. As reported by the NEA Survey of Public Participation in the Arts, classical music attendees skew older, with higher participation rates for those over 45 while museum or gallery attendees are more equally distributed across age groups. 5 Chart 3.7: Music Organizations Have Highest Usage of Mail-In or Fax Purchases 95 97 100 93 88 100 99 100 95 95 98 82 On-site purchases Mail-in or fax puchases Phone purchases Website purchases Music Theatre Multi-Disciplinary Q21. 4 All other disciplines did not have sufficient samples sizes (n>100) to conduct more detailed analysis. 5 National Endowment for the Arts. How a Nation Engages with Art: Highlights from the 2012 Survey of Public Participation in the Arts. National Endowment for the Arts. Sept. 2013. Electronic PDF. Accessed April 3, 2015. 26

To defray the costs of maintaining ticketing Chart 3.8: Usage of Shared Services Varies Among Disciplines software, arts organizations in some cities may establish 26 34 17 16 22 18 19 20 32 shared services to jointly maintain websites, call centers, or box office staffing Q26. Shared website Group call center Shared box office Music Theatre Multi-Disciplinary used by all organizations involved. There are notable differences in usage of shared services, something not evident when comparing only two groups. Regarding shared websites, multi-disciplinary organizations have a usage rate 10 percentage points higher than music and theatre organizations. For shared box offices, theatre organizations have a 12 to 14 percentage point lower usage rate compared to music and multi-disciplinary organizations. These differences suggest important trends, needs, or environments between the practices of the different types of organizations. Use of automated sales reporting also Chart 3.9: Usage of Automated Sales Reports Varies Among Disciplines varies by discipline. Music organizations 73 73 72 87 89 92 92 84 93 87 78 80 are more likely to use automated reports, with 87% saying they use this feature compared to 78% of theatre and 79% of Q27. Membership Donations Customized sales Automated sales reports reports Music Theatre Multi-Disciplinary 27

multi-disciplinary organizations. However, there is no difference in usage of customized reports. Chart 3.10: Usage of Barcoding Varies Among Disciplines There is also a difference in the use of barcoding 69 59 52 94 94 99 9295 95 9896 9796 8991 54 48 52 when looking 28 2427 between the different disciplines. Music Ticket Forgery Prevention Barcoding Seat mapping Refunds Exhanges Ticket printing (by org.) At-home printing organizations are Music Theatre Multi-Disciplinary more likely to use this feature than Q28. multi-disciplinary organizations (69% vs. 59% respectively), and theatre organizations, where only 52% report using this feature. Turning to how satisfied organizations are with Chart 3.11: Satisfaction with Features Shows Some Variance Among Disciplines their system, there is variation across disciplines. However, 83 87 86 88 87 89 83 86 89 77 65 64 78 74 67 differences in satisfaction are not linked to feature use patterns. Music organizations are more Reserved seating General admission Individual admissions Subscriptions/ packages Music Theatre Multi-Disciplinary Group sales satisfied with subscriptions and Q32, Q33. Percent saying that they are very satisfied with each feature. package features than theatre and multi-disciplinary organizations. 28

Chart 3.12: Satisfaction with Subscriptions/Packages Varies Among Disciplines Multi-Disciplinary 33 31 21 10 3 2 Theatre 37 28 20 10 2 3 Music 40 36 10 4 2 7 Very satisfied Both satisfied and dissatisfied Very dissatisfied Satisfied Dissatisfied Don't Know Q32, Q33. Based on those who use each feature. Membership also shows a significant difference in satisfaction, with 14 percentage point lower rate among music organizations compared to theatre and multi-disciplinary. Chart 3.13: Satisfaction with Membership Features Varies Among Disciplines 55 69 69 67 62 64 65 63 56 70 69 71 Membership Donations Customized sales reports Automated sales reports Music Theatre Multi-Disciplinary Q35. 29

Chart 3.14: Satisfaction with Membership Varies Among Disciplines Multi-Disciplinary 31 39 14 5 3 8 Theatre 29 40 18 5 2 7 Music 22 34 16 4 3 22 Very satisfied Both satisfied and dissatisfied Very dissatisfied Satisfied Dissatisfied Don't Know Q35. There is also a small difference in refund satisfaction, particularly between theatre and multi-disciplinary organizations. Chart 3.15: Small Differences Exist in Satisfaction with Refunds 76 73 68 838482 85 84 7875 78 83 84 74 77 82 75 76 757272 Ticket Forgery Prevention Barcoding Seat mapping Refunds Exhanges Ticket printing (by org.) At-home printing Music Theare Multi-Disciplinary Q36. 30

There are also differences in what Chart 3.16: Slight Differences Exist Among Importance of Features features organizations view as 98 98 96 91 90 85 9910099 90 94 88 90 85 80 very important. Group sales are less likely to be deemed very important by multi-disciplinary organizations than theatres. However, Reserved seating General admission Individual admissions Subscriptions/ packages Music Theatre Multi-Disciplinary Q39, Q40. Percent saying each is very important. Group sales the vast majority of all organizations name each of these features as very important, so differences are slight. Along with differences in usage, Chart 3.17: Importance Ratings Vary for Mail-In/Fax and Mobile Purchases there are also differences in the importance ratings 97 96 98 58 49 46 94 96 92 99 99 99 91 83 80 for mail-in or fax purchases as a feature of a ticketing On-site purchases Mail-in or fax puchases Phone purchases Website purchases Mobile purchases system. Over half (58%) of music organizations see this Music Theatre Multi-Disciplinary Q41. Percentage saying each feature is very important. feature as very important 10 percentage points higher than theatres and 13 percentage points higher than multi-disciplinary organizations. 31

A significantly higher proportion of multidisciplinary and theatre organizations feel mail-in or Chart 3.18: Importance of Mail-in or Fax Purchases Multi-Disciplinary Theatre Music 46 49 25 28 23 14 58 25 11 Very important Somewhat important Not very important Not at all important Don't Know Q41. 5 1 8 2 2 4 fax purchase features are not very important or not at all important. This likely relates to the trend of music organizations serving generally older audiences, as discussed earlier. The second chart shows that while fewer theatre organizations view mobile purchases as very important, many still see these features as somewhat important. There is also a significant difference in views of mobile purchase features. Multidisciplinary organizations see these features as more important than both music and theatre organizations; 91% of multi-disciplinary organizations say this is very important, compared with 83% of music organizations and 80% of theatres. Chart 3.19: Importance of Mobile Purchases Very important Somewhat important Multi-Disciplinary 91 8 Theatre 80 16 Music 83 14 Q41. 32

There are also significant Chart 3.20: Importance of Features Varies by Individual Discipline differences in ticket forgery prevention, barcoding, and 49 51 39 72 63 52 91 94 9094 89 9394 81 8689 90 93 72 66 56 at-home printing. These differences in barcoding and Ticket Forgery Prevention Barcoding Seat mapping Refunds Exhanges Ticket printing (by org.) Music Theatre Multi-Disciplinary At-home printing at-home Q42. printing correspond with the differences in usage noted earlier. While the majority of Chart 3.21: Comparison of Importance of Barcoding theatre Multi-Disciplinary 63 26 42 5 organizations Theatre 52 28 12 3 5 see barcoding Music 72 14 7 2 5 as somewhat Very important Somewhat important Not very important important, a Not at all important Don't Know significant percentage Q42 views it as not very important. This trend was also seen in the ticket forgery prevention and at-home printing. Conclusion When comparing by the broader discipline groups, there are few significant differences in usage, satisfaction, or importance. This suggests that organizations are becoming more standardized in their usage of ticketing software features despite differences in the demographics of the audiences served. 33

When comparing by individual disciplines, differences do exist, with these differences seeming to align with the average age of the discipline s audience. Mail-in or fax purchase features had higher usage rates and were considered more important among music organizations. Music organizations also had higher usage of automatic sales reports and barcoding. Barcoding features had higher ratings of very important among music organizations, but music, theatre, and multi-disciplinary organizations had equal views of the importance of automatic sales reports. The importance of at-home printing and ticket forgery prevention were considered very important among a higher number of music and multi-disciplinary organizations. Other notable differences in views of importance among features are higher ratings of group sales among theatres and higher ratings of mobile purchases among multi-disciplinary organizations. Overall, usage of shared services are generally low. However, usage of shared websites is higher among multi-disciplinary organizations and shared box office rates are higher among music and multi-disciplinary organizations. It will be important for both organizations and ticketing software vendors to understand these usage trends as they relate to what features are considered important. This may suggest future needs or changes in usage, especially looking toward automatic sales reports or at-home printing. Future research could provide a deeper analysis within other specific disciplines as this seems to be where the greater differences lie. 34

CHAPTER 4 BUDGET SIZE From staff to space, the needs and resources available to an organization often vary by budget size. Ticketing systems are no exception. When AMT Lab s 2015 Ticketing Survey results are compared by organizational size, interesting patterns in the use, satisfaction, and importance of each ticketing feature emerge. Responses were categorized into four broad budgeting categories for better comparison: those with an annual budget of <$999,999 ( low budget ), $1 million - $4,999,999 ( low-mid budget ), $5 million - $9,999,999 ( mid-high budget ), and >$10 million ( high budget ). In a notable change from our 2011 and 2009 surveys, website transactions outranked in-person and phone call transactions as the most used and valued method of ticketing. Mobile ticketing, while highly valued, received limited use. Low budget organizations (those that earn <$999,999 annually) use less and derive less satisfaction from group sales, subscriptions and packages compared to those earning more. Barcoding and ticket forgery remain among the least frequently used and valued features since the National Ticketing Survey began in 2009, especially in low budget organizations. Unfortunately, because of limited responses the survey results provided few insights on the use, satisfaction, and importance of any CRM integration by a ticketing system. With 89% of users noting use of their ticketing system for donor-related activities, a unification of operations seems to becoming an industry standard, with few organizations requiring integration features. 35

The use of donation and membership features often increased with budget size. Yet the largest organizations (mid-high and high budget organizations) were the least satisfied but the most very satisfied with these two features. Further inquiry into how donor-related transaction features address the needs of organizations in an environment of decreasing subscriptions offers an excellent area for further research. When analyzing how respondents use and value each feature it was important to consider what ticketing systems they use. Tessitura remained the most common ticketing system for organizations earning more than $5 million. For those earning less, Arts Management Systems and Center Stage Software were the most common systems reported. A full list of reported systems is available in the topline in Appendix III. The smallest budget organizations face an additional Chart 4.1: Volunteers Use Software at Nearly Half of Low-Budget Organizations challenge: volunteer staff frequently uses their ticketing systems. Over four-in-ten (44%) organizations with budgets under $1 million report that volunteers use their ticketing system; among all other budget size groups, no more than a quarter say this. There is, however, no Q16 Use ticketing system Do not use ticketing system Don't know Total >$10 million $5 million - $9,999,999 $1 million- $4,999,999 < $999,999 26% 24% 23% 20% 44% 67% 67% 71% 75% 54% 6% 8% 7% 5% 2% difference among any budget groups on full or part time employees, indicating that the smallest organizations likely face a unique challenge in training unpaid staff on system features. 36

Transaction Types From box office sales to online purchasing, organizations have the power to process tickets in a manner that best suits their needs and the needs of their audiences. AMT Lab s 2015 Ticketing Survey revealed that onsite, phone, and website purchase methods are by far the most popular. Over 96% reported using their ticketing systems for each onsite, phone, and website purchases and over 95% of respondents referred to the ability to process each of these types of transactions as critically important. By far, website transactions ranked highest in importance. Overall, 99% of all respondents responded in this matter, including 100% of respondents from mid-high budget organizations. Mail-in and fax transactions were used least frequently. Overall, 88% of respondents reported using their ticketing systems to process mail-in and fax purchases. When examined by budget size, there is a notable shift in mail-in and fax transaction use between organizations earning less than $1 million annually and organizations earning more. Only 78% of respondents from low budget organizations said they use this feature, compared to 91% or more of respondents from organizations earning >$1 million. Not only do lower budget organizations use their ticket systems to process fewer mail and fax transactions, but 13% of respondents note their ticketing system does not have the capability to process these types of transactions. Even though use rates of mail-in and fax transactions increased in organizations earning more than $1 million, rates of importance increased only as respondent s annual organizational budget surpassed $10 million. Organizations earning less than $10 million annually attributed less importance to mail and fax transactions by 12-15 percentage points. About 30% of low budget organizations deemed mail-in and fax transactions as not important compared to only 13% of respondents from high budget organizations. 37

Chart 4.2: Use and Importance of Mail-in and Fax, and Mobile, Ticketing Functions Very important Use feature 96% 91% 93% 90% 91% 87% 78% 80% 72% 65% 61% 57% 49% 49% 44% 46% Mail-in/Fax Mobile Mail-in/Fax Mobile <$999,999 $1 million - $4,999,999 $5 million - $9,999,999 >$10 million Q21, Q22. Mobile purchase processing ranks 4 th in importance overall, beating out only mail-in and fax purchasing of the five transaction types examined. Of all respondents, 86% said mobile was very important, compared to just 51% for mail-in and fax purchase capabilities. The importance of mobile purchasing varies significantly across differently sized organizations. Organizations earning >$1 million annually value this feature as very important, with mid-high budget organizations valuing this transaction type the most (96%). When budget size was <$1 million, only 72% of respondents said this feature was very important. Moreover, 22% of respondents from low budget organizations say mobile purchasing features is only somewhat important. While mobile is deemed higher in importance compared to mail-in and fax, use of mail-in and fax significantly (88%) outpaces mobile ticketing capabilities (62%). Mobile usage dramatically increases as 38

budget size increases, from 46% in low budget organizations to 80% in high budget organizations. The value of digital ticketing methods has outpaced traditional methods, especially for those in the performing arts. According to the 2015 Museum and the Web Conference, Museums online sales account for only 7-20% of their total ticket revenues. According to survey data, website transactions currently outrank phone and on-site purchasing methods in both use and importance. Mid-sized and large organizations predominantly use mail-in and fax features but only the largest organizations (those earning >$10 million annually) attribute significant importance to this feature. Although mobile transaction received high rates of importance, comparatively low usage rates demonstrate that organizations are still working to incorporate mobile transactions into their online presence. Development and Reporting Ticketing Features Building audiences and donors is critical for arts organizations long-term viability. Reporting on audience development and engagement informs everything from budgets to programming decisions. The availability of development-related functions, like memberships and donations, as well as reporting functions, like automated and customized reports, in a ticketing system enables arts managers to draw informed conclusions and execute data-driven actions Overall, 89% of respondents used their ticketing system s donation functions, while 74% used its membership functions. It is therefore not surprising that a mere 9% of respondents note the use of their ticketing system s CRM integration features. This indicates a significant shift to a unified approach to customer relations. Unfortunately, due to the low response for those using integration, we were unable to explore CRM usage and satisfaction further. 39

Generally, the use of a ticketing system for development functions is Chart 4.3: Use of a Ticketing System For Development, Membership, and CRM Functions Across Budget Size linked with organization budget size. For instance, 56% of respondents from low budget organizations 88% 84% 74% 71% 56% 100% 97% 88% 89% 75% reported using their ticketing system s membership features. This number steadily grew to 88% of respondents from high budget organizations. 10% 11% 9% 0% 0% Membership Donations CRM Integration <$999,999 $1 million - $4,999,999 $5 million - $9,999,999 >$10 million Total Q10. Based on those who used each feature. This pattern remained consistent for memberships, donations, customized reports, and automated reports. As with use, respondent satisfaction of a ticketing system s donation and membership functions often increased as budget sized increased, with mid-high budget organizations reporting the most use. It is possible that this trend is related to the ticketing systems used by organizations of various sizes. Customized and Automated Sales Reports Customized sales reporting functions were more frequently used (92% overall) compared to automated sales reporting functions (80% overall). While respondents report roughly even use of customized sales reports across budget sizes, satisfaction of this feature varies. Higher overall dissatisfaction (combined dissatisfied and very dissatisfied) and lower overall satisfaction was most commonly reported in organizations earning <$10 million. Respondents from low-mid sized organizations reported the highest combined dissatisfaction (16%) and the lowest combined satisfaction (51%). 40

Chart 4.4: Combined Satisfaction and Dissatisfaction of a Ticketing System s Customized Reporting Feature 15% 16% 14% 7% 63% 51% 58% 67% <$999,999 $1 m - $4,999,999 $5 m - $9,999,999 >$10 m Combined satisfaction Combined dissatisfaction Q35. Based on the satisfaction of those who used customized reports. The use of automated sales reports varies Chart 4.5: Use and Satisfaction of Automated Sales Reports by Organization Size across organization size, steadily Total 36% 80% increasing 23 percentage points, from low budget >$10 million $5 million - $9,999,999 44% 41% 91% 85% (68%) to high budget organizations (91%). Satisfaction rates of $1 million - $4,999,999 <$999,999 29% 28% 77% 68% automated reports Very satisfied Use of system add dimension to this trend: respondents Q27 and Q35. Satisfaction figures based on those who used system. from low and low-mid budget organizations report being very satisfied 12 percentage points less than mid-high and high budget organizations. 41